Why you don't need press kits

We often have new clients say they need a press kit.

And I often read columns by public relations professionals saying that one way to get publicity is by having a press kit.

When I read that, I wonder if they are living in the same world I am.

Perhaps we’re missing the boat here. Obviously, we could make more money—lots more money—by insisting our clients have folders with lots of written collateral such as brochures, bios of top people, recent press releases, even photographs.

We certainly wouldn’t spend as many billable hours coming up with newsworthy stories and pitching reporters—the challenging part of the process.

Don’t get me wrong. We write fact sheets and backgrounders.

We insist clients have a website Newsroom page. We also suggest having reprints of currently published articles and video clips, if it helps their marketing to potential clients.

But sending anything through the mail? Especially a glossy folder with a cover letter, a description of the company’s mission or goals and a list of tired, old questions the executives could answer?

Please, no journalist has time for that. The press kit is a major expense that would end up in the trash. Don’t bother unless someone actually asks for it.

For more information, contact Dell Richards Publicity at 916. 455.4790 or visit our website at www.dellrichards.com

Websites need to tell your story

In a recent update of a law firm’s website, they wanted to capture the essence of who they are.

Most of the personal injury attorneys had pulled themselves up by their bootstraps and identified with their clients as a result.

The website did not tell that story—and it was written in a language that appealed to lawyers, not to people who had been injured.

While the attorneys were now educated—and erudite—they also were street-smart.

Because they had come up through the trenches, they knew their industry inside-and-out, especially the delays the other side would use to force the injured person to settle cheap.

The attorneys also understood the hardships the clients faced on-the-job. This empathy gave them a compassion that went beyond the usual lawyer-client relationship.

During in-depth interviews we were able to get the details of why the attorneys were so passionate about their work. This showed the fighting spirit that separated them from other law firms.

Using simple, direct language that appealed to potential clients, we were able to target the website copy to the audience.

In the process, we created a unique website that told their story and spoke to clients in an effective way.

For more information, contact Dell Richards Publicity at 916. 455.4790 or visit us at www.dellrichards.com.